On February 28, Tmall Health's "The Power of Together" health food industry summit was held in Hangzhou. The "Blue Hat Escort Plan" was released on the spot, announcing the launch of the Dolphin Plan, new product incubation, membership growth, marketing intelligence, and vertical crowd support. The 5 measures in the plan will comprehensively support the health food track and help blue hat businesses grow.
"The public's demand for immunity-enhancing products is more urgent, and users' awareness of self-management of health has gradually formed. From passive and responsive medical treatment to active and normal preventive health care, the sustainable development space of China's health food market Huge." At the meeting, Chen Hao, general manager of Tmall Health, said that consumer demand determines the width of the track. The consumer demand for health food continues to expand. Only by focusing on user experience, improving product value, and increasing the supply of the entire health food industry can a more prosperous market be realized.
Chen Hao, general manager of Tmall Health
Zhang Qi, head of Tmall's health care industry, said: We have observed that the age span, city level range, and consumption frequency of people who buy health food on Tmall Health are all expanding. People over the age of 35 prefer health care products related to "heart, liver, spleen, lung and kidney", while young people under the age of 35 focus more on a certain vertical field, such as eye protection and sleep aid. The five measures of our "Blue Hat Escort Plan" hope that businesses in the health care industry will have advantages, support, and guarantees to better meet consumer needs.
Zhang Qi, Head of Tmall Health Care Industry
It is reported that the blue hat escort plan includes 5 measures. Among them, the newly released "Dolphin" project is a customized tool that can bring tens of millions of new ideas to the brand. After Harbin Pharmaceutical Health took advantage of this focus last year, the online GMV exceeded 65 million yuan, and the exposure of its brand and products exceeded 220 million times. Its star product calcium, iron and zinc oral liquid topped Tmall's liquid calcium sales list.
At the level of new product incubation, Tmall Health plans to incubate 1,000 new blue hat products in one year to meet the unchanging consumer market on the supply side and help new brands grow; at the level of membership growth, Tmall Health will help merchants realize brand The turnover of members has increased by 100%+ year-on-year; at the level of marketing mind, the platform will work with merchant brands to jointly establish the mentality of "looking for blue hats when buying health care products" through Taobao's exclusive logo, big promotion nodes, exclusive category days, and Tianhe plan. Help consumers reduce decision-making costs; at the level of consumer groups, Tmall Health will strengthen the operation of vertical groups, and help the brand grow precisely based on insights from 300 million healthy people.
天猫健康“共健的力量”保健食品行业峰会还邀请到中国营养保健品协会执行副会长厉梁秋、中国社会科学院食品药品产业发展与监督研究中心主任张永建、阿里健康资深副总裁、社会责任部负责人马立、艾昆纬IQVIA咨询消费者健康业务领域负责人李歆晨、爱德基金会代表杜瑛女士等众多行业权威专家出席。
此外，天猫健康还联合阿里健康公益、爱德基金会，以及天猫蓝帽子联盟商家，现场发起“乡村银发助助建行动——为父母加一餐”，为偏远山区老人提供免费保健食品，并制定营养计划，定期随访和健康监测，呼吁关注老年群体健康状况。
据悉，蓝帽子是依法经注册或备案的保健食品的专有标志，用来规范化管理保健品工艺、配方、功效、宣传等各方面细节。这意味着，蓝帽子有权威部门的认证，具有一定调节人体机能的功效，是消费者在考量产品功效层面一个重要的参考坐标线。